Ascension begins hospital-rebranding push

Ascension, one of the nation's largest health systems, is rebranding its hospitals under the Ascension name.

Healthcare system Ascension is beginning to rebrand its individual hospitals under the Ascension name.

The hospital system consists of 141 hospitals in 24 states, many of which operate under different names.

Ascension worked with several Omnicom agencies on the rebranding push, including FleishmanHillard and Siegel & Gale. GSD&M provided creative support, and Critical Mass aided the company's digital marketing.

The rebranding campaign includes TV spots introducing the Ascension name and tying it to the local hospital's brand, as well as online marketing and direct mail.

"In the last two years, we've been on this journey to one Ascension, integrating all the hospitals," said Nick Ragone, CMO of Ascension. "The time is right to begin to make patient navigation easier and cleaner."

The rebranding effort will begin in Michigan and Wisconsin, two of Ascension's biggest markets. Hospitals there will take on the Ascension name alongside its previous name. For example, St. John Hospital in Detroit will become Ascension St. John Hospital.

"In the last 18 months, we've been creating an awareness of the Ascension brand through the Veterans Choice Program and marketing," Ragone added. "We wanted to create awareness by adding the Ascension name to the local name."

Ragone said facilities in Michigan and Wisconsin are the beginning of a nationwide rebranding.